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UK Insights

How can brands drive growth in an increasingly volatile world?

Doreen Wang

Global Head of BrandZ

Brands 05.02.2020 / 09:00


Discover what makes a strong brand in 2020 with the new Best of BrandZ compilation.

Brands are operating in an increasingly volatile and complex environment. The development of brand ecosystems and the blurring of categories is creating ever more ambiguity. And this volatility sits in the wider context of global insecurity and uncertainty produced by multiple factors, including troubling geopolitics, the threat of climate change, and evolving social values, with change accelerated by technology.

The impact is clear in the most recent BrandZ™ Global Top 100 results. In 2019, we saw Amazon leap to the top of our global ranking, and an unprecedented pace of chance. Nine new brands joined the ranking, the highest number since 2015. And reflecting geopolitical changes, six of the newcomers were Asian brands - four from China and two from India.

So how can brands thrive and survive in this volatile environment? 

Over the last 12 months, we have published reports in 16 different countries as well as our annual global ranking and our special edition Top 75 Most Valuable Global Retail Brands. In this Best Of volume, we have hand-picked ten of our most diverse and interesting articles from the past year, to help stimulate your thinking and informing your marketing strategy.

Download the report to discover how meaning, purpose and customer-centricity can drive brand value. And learn from some of the world’s fastest-growing brands and disruptors, to find out the secrets to their success.  

BrandZ continues to be the biggest and most in-depth database of brands in the world. Over the past 20 years, we have interviewed 3.9 million consumers from 51 markets to find out what they think about 166,000 brands. And we are measuring and analysing more brands every day.

To anticipate and leverage the key trends facing marketers in 2020, and to better inform your marketing strategies, don’t hesitate to talk to our brand experts at Kantar or email us at

Source : Kantar

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